By Rebecca Whitlocke.
Stuck in a rut with no or low engagement for your posts? Focus on the creation, distribution and promotion of your content. Why? Because if no one can see or find your content then you’re wasting your time and energy creating it.
Your posts should inform, educate, promote sales and/or entertain.
Build a community first, not just followers. Going viral is pointless if you can’t convert those ‘likes’ to paying customers!
✅ THREE TIPS:
1) POST ORIGINAL & CURATED CONTENT: Post a mix of original content YOU create, and content created by others that you can share.
🔹Examples of original, owned content:
- Your point of view / commentary posted on your social media pages
- Your photos
- Your blog posts
- Your podcasts
- Your newsletter
- Your Facebook Live, Instagram or YouTube videos
- Your ‘how to’ guides, tutorial slides or infographics you create Item
🔹Examples of curated content:
- Links to other blogs
- Relevant articles for your sector of the industry e.g. charter, design, boatbuilding, crew
- Photos or videos
- Podcasts
- Boat show guides
2) MIX IT UP: I aim for around 30% original content / 60% curated content / 10% call to action posts. This is what works with my audience.
Include a mix of posts about your products or services, personality, branding and calls to action. A call to action is a prompt for your audience such as ’Sign up to my mailing list’, or ‘List your company on Antibes Yachting today’.
I add humour and fun occasionally on my posts to keep things light and ’non-corporate’! People do not follow your business online to see you constantly post photos of your dinner or talk about yourself daily.
3) THINK BEYOND POSTING: Once you hit publish, think about HOW and WHERE your target audience will find it. Here are 6 options for distribution and promotion to boost the opportunities for your yachting posts to be seen:
🔹 Search engine optimisation & advertising to drive traffic to your website & sales pages.
🔹 Guest blogging or interviews on other industry-relevant sites so you build a portfolio for thought leadership, knowledge sharing & PR. Encourage all parties to cross-promote and don’t forget to add the link onto your own website!
🔹 Social media marketing & advertising to drive brand awareness, traffic & leads.
🔹 Traditional advertising with yachting or luxury media (radio/print/online).
🔹 Republishing your posts on yachting forums / groups with a link back to the original on your website. For every piece of content I publish, I share it in multiple social media groups, and/or yachting news feeder sites such as Feedspot or Superyachters Pro.
🔹 Using industry-relevant hashtags on social media. Hashtags categorise your content which makes it easier for people to find it.
💡 Which of these tactics do you use to grow your audience?
👉 Follow Antibes Yachting for more marketing tips.
Rebecca Whitlocke is a media and marketing expert. Rebecca founded Antibes Yachting which is a community platform focused on brand support for yachting companies in Antibes, France.
Antibes Yachting offers years of experience working with premium businesses including superyacht companies, world-class events, private aviation and luxury travel suppliers.
Antibes Yachting goes beyond conventional business to connect you with opportunities and industry-specific advice. You can follow Rebecca on LinkedIn here Rebecca Whitlocke or through her Antibes Yachting Page.
